Maggie Sottero’s 2026 Cheer for Charity Season

DressesOur Heart | November 10, 2026

Person in a lace wedding gown examines a row of ornate bridal dresses hanging on white hangers. The dresses feature intricate lace, beadwork, and floral appliqué details, displayed against a dark decorative backdrop with hanging jewelry accents above.

Say Yes, Give Back

Are you a bride who wants to make an impact this holiday season? Cheer for Charity is Maggie Sottero’s holiday giving campaign. Book a bridal appointment at an Authorized Boutique between November 27 and December 31, 2026, and a portion of your gown purchase supports cancer research at Huntsman Cancer Institute in Maggie Sottero’s hometown of Salt Lake City, Utah.

Giving back is part of Maggie Sottero’s story year-round. Every Maggie Sottero gown purchased plants a tree through our partnership with One Tree Planted to support reforestation efforts.

So, double your impact and get ready to find your dream gown this holiday season.

Find a Boutique

What Is Cheer For Charity?

Cheer for Charity is Maggie Sottero’s yearly holiday campaign. Between Black Friday and New Year’s Eve, this annual effort brings our global bridal community together around a shared purpose: to support cancer research and treatment while celebrating the people and causes that make our communities stronger. Beyond Salt Lake City, top-selling Authorized Boutiques around the world also have the opportunity to earn $5,000 in donations to charities of their choice.

Cheer for Charity at a Glance

What	Details
Dates	November 27 – December 31, 2026
Who Benefits	Huntsman Cancer Institute (cancer research and treatment)
How It Works	A portion of your gown purchase supports Huntsman
A Global Effort to Give Back	Top-selling Authorized Boutiques around the world earn $5,000 in donations to charities they choose
How to Take Part	Book an appointment at a Maggie Sottero Authorized Boutique and say yes during the campaign window

Three white Maggie Sottero wedding dresses with distinct lace, beadwork, and embroidered details hang on white wooden hangers from a gold clothing rack. Delicate necklaces are draped over two hangers, and a sheer bridal veil hangs at the end of the rack against a decorative mural-style wall.

How Your Wedding Dress Gives Back to Cancer Research

Huntsman Cancer Institute is a cancer research center and treatment hospital in Salt Lake City, Utah, part of University of Utah Health. It’s also the only National Cancer Institute-Designated Comprehensive Cancer Center in the Mountain West. This distinction recognizes its commitment to advancing cancer research and providing specialized care to patients. Learn more about National Cancer Institute-Designated Cancer Centers.

So, why Huntsman? Because cancer has touched members of the Maggie Sottero family, too. Behind every diagnosis is a person with dreams, plans, and a future worth fighting for. Through Cheer for Charity, we want to support the researchers, medical professionals, patients, and families working toward a brighter future. Because everyone deserves the chance to keep dreaming, to celebrate life’s biggest milestones, and to share more special moments with the people they love.

There’s also something special about supporting a neighbor. Maggie Sottero is proudly based in Salt Lake City, making Huntsman Cancer Institute an important part of our hometown community. Supporting its work is one way we can give back to the place we’ve called home for so many years.

Discover more about Huntsman Cancer Institute and its work in cancer research and treatment.

Four people stand outside a building entrance holding an oversized ceremonial check for $10,000 made payable to Huntsman Cancer Institute. The check is branded with Cheer for Charity and Maggie Sottero, and the group poses in front of glass doors and the institute entrance.

Exterior view of the Huntsman Cancer Institute building featuring a large stone monument sign with the institute's name. The modern medical facility has glass and stone architecture, with snow visible on the surrounding lawn and walkways.

A Global Community Giving Back

Huntsman Cancer Institute is at the heart of our holiday campaign, but the giving doesn’t stop in Salt Lake City. Through our global network of bridal boutiques, Cheer for Charity creates opportunities to support causes that matter in communities around the world. Each winning boutique gets to select the charity closest to its heart, making this season of giving a little more personal. Curious about the causes being supported? Ask your local Authorized Boutique about its participation.

A bride tries on the Adair wedding gown by Sottero and Midgley in a bridal boutique, standing before a large mirror while a consultant assists with the fit. The strapless satin ballgown features a fitted corset-style bodice, lace-up back, and dramatic dropped-waist skirt, with the gown reflected in the mirror against a bright, modern showroom backdrop.

How to Be Part of Cheer for Charity

Taking part in Cheer for Charity is simple: book an appointment at a Maggie Sottero Authorized Boutique and purchase your gown between November 27 and December 31, 2026.

Here’s how to get started:

Find a boutique near you. Maggie Sottero gowns are available through our network of Authorized Boutiques, where experienced bridal stylists can help you find your perfect fit. Start with our Find a Boutique locator.
Book early. The holiday season is a popular time for wedding dress shopping, especially around Thanksgiving and Black Friday. Give yourself plenty of time to explore your favorites and enjoy the experience.
Save your favorite styles. Not sure where to start? Take our Style Quiz to discover gowns that match your bridal vision. You can also browse our collections and save your favorites to My Favs before your appointment.
Check for upcoming events. Some Authorized Boutiques host events and trunk shows during the holidays. These are wonderful opportunities to explore additional styles and enjoy a special bridal shopping experience. Browse upcoming designer events.
Say yes between November 27 and December 31. Find the gown you love and purchase it at an Authorized Boutique during the campaign window. A portion of your purchase will support cancer research and treatment at Huntsman Cancer Institute.

New to Maggie Sottero? Our How to Buy a Maggie Sottero Wedding Dress Guide walks you through everything you need to know, from finding an Authorized Boutique to exploring sizing, customization options, and ordering timelines.

Already dreaming about your bridal look? Explore our newest collections and discover the latest Spring 2027 wedding dress trends for even more inspiration before your appointment.

Model wears the Stasia wedding gown by Maggie Sottero while browsing a selection of bridal dresses on a clothing rack. The fitted gown features a strapless sweetheart neckline, intricate floral lace appliqués, and sheer illusion side panels. Displayed alongside the dresses are bridal accessories including jewelry and velvet heels, creating an elegant bridal boutique setting.

Wedding Dresses for Your Holiday Appointment

Every label takes part in Cheer for Charity, so there’s a gown that gives back for every bridal aesthetic and price point. Whether you’re dreaming of a romantic vintage-inspired look, a little sparkle for a candlelit celebration, or something bohemian and floral, here are a few styles to add to your holiday appointment wishlist. Explore even more of our new arrivals.

Mistelle by Maggie Sottero

Close-up view of the Mistelle wedding gown by Maggie Sottero, featuring a strapless draped neckline, delicate lace appliqués, and a fitted bodice. The gown is photographed in a softly lit, elegant interior with the model shown from the front, highlighting the neckline and intricate detailing.

Back view of the Mistelle wedding gown by Maggie Sottero, showcasing a low V-back, lace-accented satin skirt, and an extended train. The gown is photographed in a refined interior setting with paneled doors and natural light emphasizing the silhouette and train details.

Mistelle combines pleated Cartago satin with beaded and squined lace for a classic A-line look that feels classic without feeling expected. With a hidden inner corset that hugs all the right curves, buttons that trail to the hem, and a gorgeous sweetheart neckline, this gown is a bride favorite for a reason.

Narelle by Rebecca Ingram

Close-up of the Narelle wedding gown by Rebecca Ingram, featuring a strapless sweetheart neckline, floral lace fabric, and a sheer center bodice cutout. The image highlights the gown's intricate lace detailing and fitted bodice in an elegant outdoor-inspired setting.

Full-length view of the Narelle wedding gown by Rebecca Ingram, showcasing a strapless lace bodice with a sheer center cutout, flowing A-line skirt, and high leg slit. The gown is photographed in a garden setting with vintage-style furniture and a chandelier in the background.

Narelle is soft, romantic, and effortlessly bohemian, featuring delicate lace from top to bottom. A plunging sweetheart neckline, flattering cutouts, and a basque waist flow into a dramatic thigh-high slit. Prefer a little more coverage? Narelle can be customized without the slit or cutouts to create your perfect bridal look. See this gorgeous gown in motion.

Tamar by Sottero and Midgley

Full-length view of the Tamar wedding gown by Sottero and Midgley, featuring a strapless sweetheart neckline, fitted lace bodice, detachable off-the-shoulder lace sleeves, and a dramatic ballgown skirt with textured lace throughout. The gown is photographed in an elegant sunlit room with decorative molding and floral arrangements.

Close-up view of the Tamar wedding gown by Sottero and Midgley, highlighting the softly draped sweetheart bodice, intricate lace fabric, detachable lace sleeves, and voluminous ballgown silhouette. The gown is shown in a refined interior setting with warm natural light and floral décor.

Tamar effortlessly blends airy lace with regal ballgown glamour. A strapless sweetheart neckline and asymmetrically draped bodice create a look that feels both soft and sculptural. Unembellished lace keeps the design refined, while an inner corset provides structure and discreet pockets add a practical touch. Complete the look with detachable long lace sleeves, then slip them off when it’s time to hit the dance floor. See how Tamar snatches your silhouette.

Benjie Royale by Maggie Sottero

Full-length view of the Benjie Royale wedding gown by Maggie Sottero, featuring a strapless sweetheart neckline, an illusion corset bodice with exposed boning, shimmering floral lace appliqués, and a fitted mermaid silhouette that flows into a dramatic lace train. The gown is photographed in a beachside setting with sand dunes and decorative lanterns.

Close-up detail of the Benjie Royale wedding gown by Maggie Sottero, highlighting the strapless illusion corset bodice, intricate floral lace appliqués, sparkling beadwork, and fitted silhouette. The image focuses on the gown's ornate construction and texture during an outdoor celebration scene with champagne glasses in the foreground.

Benjie Royale is made for the bride who loves to sparkle. This beaded mermaid gown layers sequined lace motifs over delicate Chantilly lace, with a glitter illusion bodice, plunging sweetheart neckline, and sheer hip details that highlight your curves. Want something with a little more drama? This gorgeous gown is a bride favorite in black, too. Even better, Benjie Royale is available for Quick Ship. See it sparkle from every angle.

Courtland by Maggie Sottero

Full-length view of the Courtland wedding gown by Maggie Sottero, featuring a strapless sweetheart neckline, an intricately embellished fitted silhouette, and a cathedral-length lace-edged veil. The gown is photographed in a romantic stone courtyard with lush floral arrangements, highlighting the gown's sparkling beadwork and elegant train.

Close-up view of the Courtland wedding gown by Maggie Sottero, showcasing the strapless embellished bodice, intricate lace and beadwork detailing, and a coordinating lace choker accessory. The gown is photographed in a historic courtyard setting with soft natural light and floral accents in the background.

Courtlan d is all shimmer and shape. Chandelier beading, dimensional 3-D florals over delicate Chantilly lace, a flattering basque waist, and an illusion bodice bring all the latest bridal trends together. One of the most customizable gowns in the Spring 2027 collection, Courtland can be styled with optional long sleeves, detachable beading, a beaded choker, cap sleeves, or a dramatic royal scalloped veil. Don’t miss this showstopping gown up close.

Kincaid by Sottero and Midgley

Full-length view of the Kincaid wedding gown by Sottero and Midgley, featuring a softly draped strapless neckline, fitted bodice, thigh-high skirt slit, and flowing satin A-line skirt with a train. The gown is photographed on a sunlit terrace with stone balustrades and lush greenery.

Back and side view of the Kincaid wedding gown by Sottero and Midgley, showcasing the low back, delicate button detailing, oversized bow accent at the waist, and sweeping satin skirt. The gown is photographed outdoors on an elegant terrace surrounded by greenery and natural light.

Kincaid is satin with a statement. This elegant ballgown features an asymmetrically draped bodice accented with delicate pearl beading, creating a look that’s both polished and intricate. Hidden pockets adds practicality, while pairing it with the Melissa bow brings the ultimate feminine finishing touch.

Naomi by Rebecca Ingram

Full-length view of the Naomi wedding gown by Rebecca Ingram, featuring a strapless neckline, corset-inspired bodice with delicate lace embellishments, and a classic satin ballgown skirt with pockets. The gown is photographed in an elegant wood-paneled interior with chandeliers and dramatic tablescape décor.

Close-up view of the Naomi wedding gown by Rebecca Ingram, highlighting the strapless lace-accented bodice, structured corset detailing, and smooth satin skirt. The gown is photographed in a sophisticated interior setting with rich wood paneling and decorative table linens.

Naomi adds delicate beaded details to an otherwise clean, understated Mikado gown. Topstitching along the corseted bodice flows into a sleek satin skirt, giving the bride who loves both detail and simplicity the best of both worlds. If you’re craving a little more intricacy, add the matching cap sleeves.

Ryland by Maggie Sottero

Full-length view of the Ryland wedding gown by Maggie Sottero, featuring a strapless sweetheart neckline, structured corset-inspired bodice, and a dramatic lace ballgown skirt with an extended train. The gown is photographed on a theater stage with rows of red auditorium seats in the background, highlighting the gown's regal silhouette and intricate lace detailing.

Back view of the Ryland wedding gown by Maggie Sottero, showcasing the low corset back, button detailing, and voluminous lace skirt. The image highlights the gown's sculpted waist and textured floral lace fabric in a theatrical setting illuminated by warm stage lighting.

Ryland is the viral gown made for a grand entrance. Under the lights, shimmering sparkle tulle brings the full ballgown skirt to life, while the illusion bodice showcases beaded sequin motifs, a flattering basque waist, and on-trend chandelier beading. See why Ryland is turning heads right now.

Dutton by Sottero and Midgley

Close-up view of the Dutton wedding gown by Sottero and Midgley, featuring a strapless sweetheart neckline and oversized floral lace motifs across the fitted silhouette. The gown is paired with a flowing cathedral-length veil and photographed in a romantic stone courtyard setting.

Full-length view of the Dutton wedding gown by Sottero and Midgley, showcasing the strapless floral lace silhouette, sweeping train, and cathedral-length veil. The gown is photographed against a rustic stone wall, with the model reclining on a vintage chair to highlight the gown’s texture, movement, and dramatic train.

Dutton lets bold lace motifs do the talking. Graphic, dimensional florals bloom across delicate Chantilly lace, framing a strapless soft-scoop neckline and flowing A-line skirt. A horsehair hem adds gentle movement, while an inner corset provides comfortable support and structure.

Cheer for Charity FAQ

When is Cheer for Charity 2026? Cheer for Charity runs from November 27 to December 31, 2026. Book your bridal appointment and purchase your gown at an Authorized Boutique during this window to participate.
Who does Cheer for Charity support? Cheer for Charity primarily supports Huntsman Cancer Institute in Salt Lake City, Utah, a cancer research center and treatment hospital that is part of University of Utah Health.
Does Cheer for Charity support charities besides Huntmans Cancer Institue? Yes! Top-selling Authorized Boutiques around the world earn $5,000 donations made in their names to charities of their choice, extending the campaign’s impact to communities around the world.
Do all Maggie Sottero labels participate in Cheer for Charity? Maggie Sottero, Sottero and Midgley, and Rebecca Ingram are the three labels featured in our bridal collections. All three are represented in the holiday campaign.